The cultural shift from not selling out to blowing up

I haven’t heard about anyone selling out in a long while. Sometime between 2008 and 2018, capitalizing on your success as an artist to build a skate brand went from being reprehensible to being the thing that everyone is doing.

This reminds me of something Jonah Peretti used to talk about all the time, the indie rock mentality vs. the hip hop mentality. From this 2010 New Yorker article:

I think hate is good way to build community among a small group. It’s like, “We read Gawker, and we hate those fuckers at Conde Nast and we hate the person who is just a blowhard and drives around in a car and makes more money than me. We hate the celebrity at the party, but I was at a party with a celebrity.”

That’s good for creating an in-group of “we’re the cool kids”, and I see it more as like an indie rock mentality. It’s like “my band is good and all the other bands suck”. That builds a close feeling. Contrast indie rock to hip hop, where it’s like you don’t sell out you blow up.

For me, I grew up listening to hip hop, I grew up in Oakland. It’s a little bit more like, “let’s try to make something that doesn’t suck, let’s try to do great stuff, let’s try to make big things”. But it’s a little bit less of, “let’s create an in-crowd and define all the things that that in-crowd hates so that we all feel closer to each other”.

Over the last decade, hip hop won and indie rock lost (culturally speaking) and as a result, blowing up has become preferable to not selling out.